Boston Market adds ribs in bid for new customers

NEW YORK - Boston Market is expanding beyond its well-known rotisserie chicken to offer ribs.

NEW YORK — Boston Market is expanding beyond its well-known rotisserie chicken to offer ribs.

The Golden, Colo.-based chain hopes the ribs, its biggest new food launch in six years, will help bring new customers into its restaurants. It’s kicking off the launch with a tax-themed ad campaign using the slogan, “The Big Rib-ate.”

Boston Market has 471 locations nationwide and provides a catering service. It faces competitors such as Panera Bread and Chipotle Mexican Grill for the lunch crowd and casual-dining chains like the Olive Garden and P.F. Chang’s Chinese Bistro for the evening and weekend customer.